試論美國(guó)富國(guó)銀行的小企業(yè)銀行業(yè)務(wù)-文庫(kù)吧資料
2025-01-15 18:02本頁(yè)面
【正文】 ch Higher Pricing Presentation Information Classification as Needed 13 貸款發(fā)放和信貸評(píng)分 Underwriting Credit Scoring 市場(chǎng)營(yíng)銷和新產(chǎn)品開發(fā) Marketing New Product Development 賬戶和組合管理 Account Portfolio Management ? 吸引低風(fēng)險(xiǎn)的小企業(yè)借款人 Attract low risk small business borrowers –數(shù)據(jù)驅(qū)動(dòng)型的目標(biāo)市場(chǎng)營(yíng)銷 Datadriven targeted marketing –產(chǎn)品具有吸引力 Attractive offers –持續(xù)測(cè)試 Constant testing ? 開發(fā)創(chuàng)新產(chǎn)品和服務(wù) Develop new and innovative products and services –跳出固有思維模式 Think out of the box –交叉銷售 Crosssale –達(dá)到更高增長(zhǎng)率，保持領(lǐng)先位置 Achieve higher growth rate and maintain the leadership position ? 采用個(gè)人信貸發(fā)放技術(shù)，開發(fā)針對(duì)小企業(yè)的特殊規(guī)則和模型 Use consumer credit techniques and develop small business specific rules and models –綜合利用企業(yè)信息和業(yè)主信息 Leverage information between businesses and their owners –更復(fù)雜的數(shù)據(jù)和細(xì)分 More plex data and segmentation ? 持續(xù)分析、評(píng)價(jià)和調(diào)整現(xiàn)有貸款發(fā)放政策和模式 Constantly analyze, evaluate, and modify existing u/w policies and models ? 對(duì)每個(gè)賬戶進(jìn)行持續(xù)的風(fēng)險(xiǎn)評(píng)估 Conduct ongoing assessment of the risk of each account –在必要時(shí)采取措施 Take action if needed ? 按細(xì)分客戶類別分析和監(jiān)控其表現(xiàn) Analyze and monitor the performance by customer segments ? 實(shí)現(xiàn)整體貸款組合的贏利最大化 Maximize the profitability at the total portfolio level –形成風(fēng)險(xiǎn)多樣化的協(xié)調(diào)的貸款組合 Create a balanced portfolio with diversified risks 量身定制一個(gè)針對(duì)小企業(yè)的放貸系統(tǒng) Building a Lending System Tailored to Small Businesses Presentation Information Classification as Needed 14 ? 持續(xù)測(cè)試、度量和學(xué)習(xí)是有效拓展小企業(yè)市場(chǎng)的關(guān)鍵 Constant testing, measuring, and learning is key to effective small business marketing. – 客戶來(lái)源清單 List sources – 設(shè)計(jì)可提供的產(chǎn)品 Product offers – 創(chuàng)新型直郵材料、電話銷售應(yīng)答稿 Direct mail creative, telesales scripts – 渠道：分行、直接郵寄、電話營(yíng)銷、互聯(lián)網(wǎng)、合伙關(guān)系 Channels: Branch, direct mail, telemarketing, inter, partnerships – 要成功就必須對(duì)測(cè)試結(jié)果進(jìn)行嚴(yán)肅分析－－需要吸引何種類型的客戶？什么是奏效的方式？哪些是無(wú)用功？ Disciplined analysis of test results required to succeed What kind of customers are we attracting? what’s working? what’s not working? 市場(chǎng)營(yíng)銷和新產(chǎn)品開發(fā) Marketing New Product Development 測(cè)試和產(chǎn)品創(chuàng)新 Testing and Product Innovation Presentation Information Classification as Needed 15 ? 繼續(xù)探索新途徑，更好地為小企業(yè)服務(wù) Continue to explore new ways to better serve small businesses. – 問問“為什么不”－－大膽對(duì)當(dāng)前行業(yè)和慣性思維提出質(zhì)疑 Ask why not challenge current industry and our past conventional thinking. – 進(jìn)行小規(guī)模試點(diǎn)，促進(jìn)學(xué)習(xí)進(jìn)程 Small experiments accelerate learning. – 培養(yǎng)開拓才能，提倡主人翁意識(shí)－－在 5年前就創(chuàng)建了獨(dú)立的部門來(lái)負(fù)責(zé)新業(yè)務(wù)開發(fā) Nurture entrepreneurial talent and encourage initiative ownership – established a separate group five years ago to manage new initiatives. 市場(chǎng)營(yíng)銷和新產(chǎn)品開發(fā) Marketing New Product Development 測(cè)試和產(chǎn)品創(chuàng)新 Testing and Product Innovation Presentation Information Classification as Needed 16 設(shè)定目標(biāo) Targeting 向經(jīng)營(yíng)年限較長(zhǎng)且具有良好貿(mào)易信貸表現(xiàn)的小企業(yè)提供貸款 We target offers to longestablished small businesses with good trade credit 小企業(yè)貸款申請(qǐng) Business Loan Applications 輸入數(shù)據(jù)的質(zhì)量控制 Data Input Integrity Controls 輸入錯(cuò)誤信息會(huì)導(dǎo)致決策錯(cuò)誤 Input errors can cause decision errors 驗(yàn)證和預(yù)先篩選 Verification and PreScreening 發(fā)現(xiàn)有矛盾 /可能存在欺詐的貸款申請(qǐng) Finds inconsistent/possibly fraudulent applications 在使用記分卡前拒絕的貸款申請(qǐng) prescorecard declines 統(tǒng)計(jì)型記分卡 Statistical Scorecard 采用一個(gè)或多個(gè)統(tǒng)計(jì)型記分卡對(duì)申請(qǐng)人風(fēng)險(xiǎn)進(jìn)行排序 One or more statistical models for ranking app
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